Image: Scott Ehler.

The global mascara market is poised for promising growth over the upcoming five years. As of the year 2022, the global mascara market was evaluated at a substantial US$6.1  billion ($9.3 billion). Projections indicate a noteworthy ascent, with expectations for the market to attain US$7.6 billion  ($11.6 billion) by the year 2030, according to MarketWatch.

 This journey to growth is predicted to be driven by a compound annual growth rate (CAGR) of 3.67 per cent throughout the projected period.

Founded and headquartered in San Francisco, California, Benefit Cosmetics is a cult cosmetics manufacturer founded by Jean and Jane Ford, that today operates as a subsidiary under the umbrella of LVMH.

Benefit has launched a “groundbreaking mascara” that promises to revolutionise the way we view eyelashes.

The core highlight of Fan Fest Fanning Volumizing Mascara lies in its ability to transform ordinary lashes into a fanned-out spectacle.

The mascara employs an innovative approach that elevates lashes to new heights, giving them an amplified volume and the appearance of multiplied length.  

The driving force behind the mascara is the custom-engineered full-flex fibre brush, designed to work harmoniously to capture, define, and separate each lash with precision, offering a clean and even finish.

One of the standout features of the smudge-proof and water resistant formula is its buildable nature, and it has been tested by ophthalmologists to ensure its safety and compatibility with sensitive eyes.

Images from the launch event below:

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